International Interface Evaluation of a Corporate Web Site: Assessing the Effectiveness of Communicating with Culturally-Diverse Audiences

Abstract

In order for international corporations to establish a successful global Web presence, their Web sites must be designed to effectively communicate with culturally-diverse users. Employing a methodology that assesses the extent to which the intended meaning of interface elements (e.g., navigation, graphical elements, and site functionality) are understood by culturally-diverse users, international usability testing of a translated US corporate Web site was conducted in Brazil, France, Spain, and Germany. Participants included professionals from telecommunications, marketing research, and financial services sectors. Results indicated that the site's interface was language- and context-dependent and that it varied across cultures. Primary navigation categories were generally well understood across all cultures; however, the effectiveness of secondary, tertiary, and image-based navigation varied across cultures. Basic search functionality was effective, but advanced search features were less meaningful and culturally-dependent. In addition to presenting research outcomes, the effectiveness of this methodology for international interface evaluations is discussed.